VVF launches Shiff soap

Mumbai-based VVF Limited, a leading contract manufacturer of personal care products, launched Shiff, a premium segment soap, here on Wednesday. The new soap from the makers of 'Doy' range of personal care products, was launched by small screen host Pooja Bedi.

VVF Limited manufactures some of the premium brands of soap and cosmetics for global players such as Johnson & Johnson, Henkel and Reckitt Benckiser.

The company has manufacturing and distribution facilities in Sion, Taloja, Navsari, Daman, Kutch, Dubai, Canada and the US for oleochemical and personal care products.

Addressing mediapersons, Piyush Jindal, vice-president (personal care), VVF Limited, said, "With a market divided between beauty soaps and germ-fighting soaps, Shiff would offer the best from both categories. The new soap was launched out of the need to create a clearly differentiated product which does not fall in either of the two categories."

The soap industry is an estimated Rs 5,000-crore market with beauty soaps occupying 35 per cent and anti-bacterial soaps capturing 25 per cent of the total market.

"With the launch of Shiff, we intend to increase our share in the premium segment," Jindal said. The premium segment currently enjoys about 26 per cent market share and is growing at 8 per cent annually.

"To launch aggressive mass-media campaigns, we have set aside a brand communication and advertisement budget in excess of Rs 10 crore," he added.

VVF Limited achieved a turnover of Rs 502 crore in 2004-05 and hopes to end 2005-06 with Rs 650-crore turnover.